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Handbook of marketing decision models /
"The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cham, Switzerland :
Springer,
[2017]
|
| Edición: | Second edition. |
| Colección: | International series in operations research & management science ;
254. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 1. Marketing Decision Models: Progress and Perspectives
- 2. Sales Promotion Models
- 3. Innovation and New Products Research: A State-of-the-Art Review, Models for Managerial Decision Making, and Future Research Directions
- 4. Models for the Financial-Performance Effects of Marketing
- 5. Loyalty Programs: Current Insights, Research Challenges, amd emerging trends
- 6. Structural Models in Marketing: Consumer Demand and search
- 7. Economic Models of Choice
- 8. Empirical Models of Learning Dynamics: A Survey of Recent developments
- 9. Measurement Models for Marketing Constructs
- 10. Marketing Models for the Customer-Centric Firm
- 11. Eye Movements During Search and Choice
- 12. Business-Cycle Research in Marketing
- 13. Marketing Models for the Life Sciences Industry
- 14. Marketing Models for Internet Advertising
- 15. Advertising Effectiveness and Media Exposure
- 16. Social Media Analytics
- 17. Integrating Social Networks into Marketing Decision Models
- 18. Morphing Theory and Applications.